Course Syllabus

Summer 2025 | CIS-1170-VO01F - Introduction to Web Analytics

Flex Class

FLEX courses are online courses with flexible assignment submission, allowing students to manage their completion pace during the semester. FLEX courses remain open for enrollment throughout the first half of the semester. Flex course enrollment for Summer 2025 ends on July 3.

Faculty

James Lambert
View Faculty Credentials

Hiring Coordinator for this course: Deb Grant

General Education Requirements

VSCS Digital and Technical Literacy

Note

Many degree programs have specific general education recommendations. In order to avoid taking unnecessary classes, please consult with additional resources like your program evaluation, your academic program catalog year page, and your academic advisor.

Courses may only be used to meet one General Education Requirement.

Course Description

In this course students will explore the key concepts, diagnostic approaches, techniques and practices of web analytics used to achieve greater return on investment through online marketing initiatives. Drawing from case studies and practical application, students will learn how web analytics can drive higher profits and improve the customer experience. The course will include an overview of technologies such as ad-servers, rich media, bid-management systems, and online research tools with an emphasis on tracking and reporting of web site activity and campaign measurement and testing. Prerequisite: Website Development or Introduction to Computer Science

Essential Objectives

1. Describe how web analytics fit into the context of the Marketing Mix (The 4 Ps of Product, Place, Promotion, and Price).
2. Identify and demonstrate key web analytics’ performance metrics.
3. Describe and discuss the importance of analyzing web performance metrics.
4. Identify and appraise the shortcomings of popular web performance metrics.
5. Describe and illustrate the importance of web performance metrics and the differences between business-to-consumer (B2C) and business-to-business (B2B) objectives.
6. Demonstrate competence with the use of Google Analytics as a way of tracking web performance.
7. Demonstrate competence with the use of Google Adwords to track the performance of paid advertisements.
8. Examine the differences in measuring PPC (Pay Per Click) and SEO (Search Engine Optimization) performances.
9. Formulate strategies to improve PPC (Pay Per Click) and SEO (Search Engine Optimization) performance.

Required Technology

More information on general computer and internet recommendations is available on the CCV IT Support page. https://support.ccv.edu/general/computer-recommendations/

Please see CCV's Digital Equity Statement (pg. 45) to learn more about CCV's commitment to supporting all students access the technology they need to successfully finish their courses.

Required Textbooks and Resources

Textbook Information will be posted here on December 6.

Grading Criteria

CCV Letter Grades as outlined in the Evaluation System Policy are assigned according to the following chart:

	High	Low
A+	100	98
A	Less than 98	93
A-	Less than 93	90
B+	Less than 90	88
B	Less than 88	83
B-	Less than 83	80
C+	Less than 80	78
C	Less than 78	73
C-	Less than 73	70
D+	Less than 70	68
D	Less than 68	63
D-	Less than 63	60
F	Less than 60
P	100	60
NP	Less than 60	0

Attendance Policy

Regular attendance and participation in classes are essential for success in and are completion requirements for courses at CCV. A student's failure to meet attendance requirements as specified in course descriptions will normally result in a non-satisfactory grade.

• In general, missing more than 20% of a course due to absences, lateness or early departures may jeopardize a student's ability to earn a satisfactory final grade.
• Attending an on-ground or synchronous course means a student appeared in the live classroom for at least a meaningful portion of a given class meeting. Attending an online course means a student posted a discussion forum response, completed a quiz or attempted some other academically required activity. Simply viewing a course item or module does not count as attendance.
• Meeting the minimum attendance requirement for a course does not mean a student has satisfied the academic requirements for participation, which require students to go above and beyond simply attending a portion of the class. Faculty members will individually determine what constitutes participation in each course they teach and explain in their course descriptions how participation factors into a student's final grade.

Accessibility Services for Students with Disabilities:

1. Provide disability documentation to the Accessibility Coordinator at your academic center. https://ccv.edu/discover-resources/students-with-disabilities/
2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Integrity